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When it comes to the art versus science of online marketing and advertising, I think
we can get too far along the data track and start going down a data bunny hole before
we realize we’ve gone down the wrong hole. And we can optimize ourselves into infinity
but unless we balance that with the art of understanding our consumer, the art of thinking
of a big new idea. I spent 17 years in the ad business and you had to have a big idea
for anything to work. As an example, you can have the worst product in the world and then
you have a great advertising campaign – it’s not gonna go anywhere. So similarly, you need
to have the art of understanding your consumer and seeing the trend of where things are going.
And then you need to have all the data that you have at your disposal, manage that data,
track it all along the consumer buying cycle to see that purchase funnel, to see how that
data is playing out, optimize it, and then go through the process again. Again, taking
the art view of what’s happening now and how can we start this process anew and use
data to take us forward to the next step.